Write this section after you have completed the rest of the Mini Web Marketing Plan. Include a brief summary of the major points of your plan. Think of it as Cliff’s Notes for the plan, a short piece of content for the busy executive who doesn’t have time to read your whole report, but wants to get a quick understanding of “what’s inside.”
Company & Product/Service Description (0.5 page – 1 point):
Briefly describe the company
What are the key product features and customer benefits?
What makes your product unique or different?
Market Analysis (2 pages):
Identify your COMPETITORS (2 points). For this analysis, identify 2-3 primary competitors who are selling the same or similar products/services:
Evaluate the web presence of each competitor: For each competitor, describe the competitor’s web presence (what components are present and not present, FaceBook page, blogs,)
Describe your TARGET MARKET (2 points). Describe the primary customers in this market using appropriate characteristics (demographic, psychograpic, behavioral – refer to CONCEPT Exercise 1), and state the reason(s) that make them the ideal target for what you are selling on your digital storefront.
Conduct a WEB MARKETING SWOT ANALYSIS (2 points). How will you use your strengths to exploit your opportunities, and protect against your threats? How will you address your weaknesses? Refer to INTEGRATED Assignment 3
Identify your business’ primary BUSINESS OBJECTIVE for the year (2 points). Select and modify one of the following two objectives, OR state your own:
ACHIEVE REVENUE TARGET: Achieve [state your sales target] in online sales within 12 months.
ACHIEVE WEB TRAFFIC TARGET: Achieve a monthly web traffic target of [state web traffic target] for the online storefront within 12 months.
Web Marketing Plan (2-3 pages)
Identify your primary WEB MARKETING OBJECTIVES for the year (1 points). Make sure that they are SMART and that you clearly describe your connection to the appropriate business objective that you selected.
Develop a WEB MARKETING CAMPAIGN that consists of three web marketing strategies (7 points). Use the “Marketing Objective-to-Web Marketing Strategy Matrix” from Week 3 to help guide your selections. If your specific objective(s) do not appear in the matrix, expand the matrix to help inform your decision. The three strategies that you select can come from anything that we have learned in this class. Be deliberate and thoughtful on your selection of strategies. In your paper, be sure to answer the question “why did you choose these particular strategies?” and “How will these strategies work together to achieve your objective?”
